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"As a new indie dev and somebody who is basically illiterate when it comes to self-promotion, working with Bonfire PR has been an absolute joy. Their work spread the game all over the globe and it was extremely exciting to read reviews not only from Europe but also North and South America--something that would have never happened otherwise." - Monkeys with Jobs, developer of Dyer Expedition
Dyer Expedition dropped players into the frozen Antarctic wastes as a Lovecraftian first-person puzzle adventure. Following a doomed expedition, players uncover cosmic horror through environmental storytelling and intricate problem-solving. With retro-styled visuals and mounting psychological dread, the game channels classic adventure games while delivering genuinely unsettling atmospheric horror.
The challenge was positioning this unique blend - part puzzle game, part horror experience - within a market where genre boundaries often determine audience reach.
Over two weeks, we repositioned Dyer Expedition beyond its puzzle game origins, emphasizing its atmospheric horror credentials and Antarctic setting. Three targeted press releases highlighted the game's Lovecraftian influences and connections to both retro adventure gaming and modern folk-horror trends.
Coverage landed across major gaming outlets like GameRant and COGconnected, positioning the game alongside established horror titles rather than niche puzzle releases. YouTube creators with nearly 1M combined subscribers carried the story into dedicated horror communities, securing the visibility and credibility the game needed to find its audience.
It wasn't luck. It was:
